Email address collection and relevant messaging are the two most important factors to creating a great strategy that yields long-term success in regards to email marketing.
1. Address Collection – be sure that you include all current prospects, not just your “sold” customers in your email groups for sending out news, information and offers. The only item to watch with this is customers that you have quoted a price to can get edgy if you send out a specific “ad price” or “lost leader” on a similar model to what they are buying. Nevertheless, all current prospects and logged customers need to be made a part of your outbound email communications.
2. Relevant Messaging – be sure that your message “fits” your audience. For instance, if you are having an offsite event or sponsoring a local charity, notify all your customers so they can be informed. However if you are sending out a $9.95 oil change message to your sales and service customers, go ahead and remove all your trucks (3/4 and 1 ton trucks) that do not apply to this offer. Keeping your message relevant and with a twist of factual information is the key to sustaining low opt out rates.
John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 140 professionals as owner and CEO of Strong Automotive.